MarketInk: Behind-the-Scenes PR Strategist Peter MacCracken Honored by San Diego Press Club

For the past 25 years, San Diego public relations veteran Peter James MacCracken has purposely been absent from public view. Very little social media. No public speeches. No long list of serving on boards or commissions. Yet, he has arguably been one of San Diego’s most influential PR professionals.

“For the first half of my career, roughly 15 years (1984-1999), I worked on the agency side where you’re expected to be visible in the community and business circles,” MacCracken told Times of San Diego. “Then, when I became a solo consultant in 1999, my business model changed.

“For years, it’s been just me and nobody else. I prefer being under the radar, working as a behind-the-scenes strategist. I pick and choose my clients. I’m 100% by referral only. The leaders in the community who need me know me, but the people who don’t need me probably have never heard my name.”

MacCracken will emerge out of hiding momentarily this week to accept the San Diego Press Club’s 2024 Andy Mace Award for Excellence in Public Relations.

The Press Club will host its 51st annual Excellence in Journalism awards program on Tuesday evening, Oct. 22, at the Liberty Station Conference Center in Point Loma. The program will recognize 500 award recipients in more than 180 categories and 10 divisions.

Award winners will include reporters, writers, artists, photographers, videographers and public relations professionals, along with college journalists. Members of 15 U.S. journalism professional organizations, including press clubs in San Francisco, Los Angeles, New Orleans, Rochester, Florida, Cleveland, Orange County, Milwaukee, Tulsa, and Alaska, assisted with this year’s judging. 

MacCracken’s PR career began in January 1982 as a publications editor at Scripps Memorial Hospitals. He then worked at two PR agencies, including Berkman and Daniels starting in 1984, and then Stoorza, Ziegaus & Metzger in 1989. In 1990, he formed MacCracken and McGaugh with Scott McGaugh, who later spent 25 years in marketing roles with the USS Midway Museum.

Then, in 1999, MacCracken went solo and undercover. Today, he specializes in planning, strategy, crisis communication and litigation support.

“I play well with attorneys because we think alike and they listen to me on what to say, to whom and how to say it,” MacCracken said. “Some of my attorney clients represent powerful individuals who need to stay out of the public eye, and they don’t need a highly-visible PR guy.”

In a statement, the Press Club described MacCracken as “a highly influential, behind-the-scenes communications strategy architect in many of the most significant issues facing the San Diego region. Time and again, his work has led to community consensus and progress.”

During MacCracken’s 42-year career, his clients have included SeaWorld, San Diego County Regional Airport Authority, Port of San Diego, Scripps Health, Coca-Cola Bottling Co. of San Diego, San Diego Foundation, San Diego Regional Economic Development Corp., California Western School of law, Challenged Athletes Foundation, and Monarch School.

MacCracken says his passion is helping San Diego to grow up. “I love my home, and I’m motivated to help make it better,” he said. “I enjoy working with clients who share my desire to mold the region in big ways. My company is called ‘Strategic Communications.’ That’s it. Very simple. I wake-up every morning making sure my company’s name is not a lie. If there’s no strategic communications involved, then I’m not interested.”

MacCracken is among the Press Club’s honorees of a special career achievement award. This year, he’s sharing the Andy Mace award with Dr. Kaye Sweetser, a public relations professor in the School of Journalism and Media Studies at San Diego State University.

Annually, previous Andy Mace winners select a new Andy Mace award recipient who is honored at the Press Club’s Excellence in Journalism Awards. It’s the first time in the award’s 39-year history that voting ended in a tie.

The PR award is named after Andy Mace, former public relations manager at Pacific Telephone in San Diego. In 1971, Mace is credited with the idea of starting the San Diego Press Club. He later started his own PR consultancy, called Andy Mace & Associates, with an office at the Mission Valley’s Stardust Hotel & Country Club, now the Handlery Hotel. He passed away in 2009 at age 88.

Other honorees of special career achievement awards include: Lora Cicalo, senior editor, The San Diego Union Tribune, for the Jim Reiman Enlightened Media Management Award that is presented to a boss or supervisor who shows exceptional leadership or managerial skills; Amita Sharma, investigative reporter, KPBS, for the Harold Keen Award for outstanding contribution to journalism; Jerry McCormick, director of strategic communication at Cal State San Marcos, for the Terry Williams Directors Award.

This year’s scholarship winners include: Grace Chaves, Point Loma Nazarene University, the $2,500 Frank Saldana Memorial Scholarship; Julio Rodriguez, Southwestern College,  the $1,500 Sycuan Casino Resort Scholarship.

The Press Club’s Excellence in Journalism Awards event is open to the public. For ticket information, visit www.sdpressclub.org.

La Jolla Music Society’s Concerts Airing on medici.tv

The nonprofit La Jolla Music Society has announced three concerts from its most recent SummerFest series have been added to the medici.tv video-on-demand catalog.

Based in Paris, France, medici.tv’s programming feature more than 4,000 concerts, operas, ballets, documentaries, master classes and jazz programs. Annually, medici.tv airs more than 150 live performances from top artists and ensembles to music fans worldwide.  

LJMS said its concerts, held July 26 and 27 and Aug. 7, will be available on medici.tv beginning Oct. 26. Although many medici.tv programs require a paid membership, the LJMS SummerFest concerts will be available to watch for free.

LJMS also said its SummerFest and the Aspen Music Festival are the first U.S. music festivals to air on medici.tv.

“When the opportunity arose to partner with medici.tv, we were beyond thrilled to share the stellar performances of our SummerFest artists with the world,” said Leah Rosenthal, LJMS artistic director. “When you look at the other performing artists and organizations on medici.tv, it’s clear it is an ideal place to showcase the quality and innovation of SummerFest with classical music enthusiasts, allowing more people to experience the phenomenal performances that come out of SummerFest.”

The three LJMS SummerFest concerts to air on medici.tv include: “A Deal with the Devil,” the opening night concert on July 26 featuring music by Liszt, Tartini, Paganini, and Stravinsky’s The Soldier’s Tale; “Danse Macabre,” held July 27, that featured the music of Ysayë, Saint-Saëns, Martin Butler, Thomas Adès, Ravel, and Schubert; “Midweek Masterworks: Mozart & Pärt,” held Aug. 7 and featuring the British a cappella group VOCES8 and works by Mozart and Arvo Pärt.

All three concerts were held at the Baker-Baum Concert Hall that’s part of the Conrad Prebys Performing Arts Center, 7600 Fay Ave., La Jolla, also known as The Conrad, which serves as LJMS’ permanent residence.

Actor Mario Lopez is Judging Cox Mobile‘s Phone Case Design Contest

Cox Communications, the cable TV company, has announced a $25,000 scholarship from Cox Mobile will be awarded to a Boys & Girls Club of America (BGCA) member who submits the best phone case design. Cox Mobile is Cox Communications’ mobile phone service.

Cox said a judge for the contest will be actor Mario Lopez, a San Diego native and childhood member of the Chula Vista Boys & Girls Club.

The contest is open to BGCA members in Cox markets who are enrolled in grades 9 through 12 during the 2024-2025 school year. Deadline for entries is Nov. 15. Cox said the winning design will be sold in Cox retail stores nationwide in 2025.

“We’re excited to expand upon our longstanding partnership with Boys & Girls Clubs of America and tap into the creativity and vision of young minds,” said Colleen Langner, executive VP and CEO of Cox Communications. “Connectivity opens the door to endless possibilities, and Cox Mobile’s contest gives teens a platform to share their unique perspectives on how technology brings the world within reach.”

More than 100 BGCA clubhouses in communities served by Cox feature a Cox Innovation Lab room where members can tap into the Internet, learn about robotics, discover 3-D printing and receive assistance with homework, employment and college prep.

“Access to today’s connected technology, when used safely and responsibly, gives kids new ways to explore, learn, interact and, most importantly, follow their dreams,” said Mario Lopez. “I can’t wait to see what these teens show us about their vision of the world and their future place in it, I know it will be inspiring.”

For more information about Cox Mobile’s phone case design contest, visit www.cox.com/phonecasecontest.

San Diego AMA Hosts ‘Art of Marketing‘ Conference

The American Marketing Association (AMA) San Diego chapter will host “Art of Marketing: Marketing Superheroes” from 8 a.m. to 5 p.m., Friday, Oct. 25, at the Knauss Center of Business Education, University of San Diego, 5998 Alcalá Park, San Diego.

AMA said the day-long conference will address the latest trends in marketing across a variety of businesses and roles, as well as provide real-world solutions for business owners, marketing and communications professionals interested in finding creative ways to grow markets, acquire customers and drive revenue. About 300 marketers and business owners are expected to attend, AMA said.

More than 30 speakers will represent such brands as Comic-Con, Goodwill, OBI Creative, PNC Bank, Qualcomm, San Diego Padres, San Diego Tourism Authority, SeaWorld and Sharp Healthcare.

The names and times for keynote speakers include: David Glanzer, chief communications and strategy officer, San Diego Comic-Con, 8:30 a.m.; Mary Ann O’Brien, founder/CEO, OBI Creative, 12:30 p.m.; Mark Lopez, chief experience officer, Show Imaging, 3:45 p.m.

The “Superheroes” theme is reflected in the names and descriptions of the event’s four marketing education tracks, including: “The Evangelist” who is forging unbreakable customer experience bonds; “The Specialist” who has honed their abilities to near-perfection; “The Technologist” who bends new technologies (AI, Web 3, etc.) to their will; “The Strategist” who weaves together the trends and disciplines, orchestrating masterful campaigns.

“This conference appeals to marketers, business owners, startups and those responsible for growing business through smart strategies,” said Nick Hofer, president/CEO of Hofer Consulting and AMA events VP. “It is designed to help attendees build a network as they learn about the latest in marketing technologies and strategies.”

Organizers said the program was designed with small-business owners in mind. AMA reports that small business drives the county’s economy with 98% of the region’s companies employing between 100 and 1,500 employees, making up 60% of the workforce.

“Our San Diego marketing superhero speakers will share the newest in branding, customer experience, PR, digital marketing and more,” said Darlene Cossio, director of marketing and communications, Goodwill, and Art of Marketing co-chair. “If you want to advance your marketing knowledge and network with the most talented marketing professionals in the region, this is the conference to attend.”

Knauss School of Business at the University of San Diego is the presenting sponsor.

Ticket prices start at $99 for students, $299 for AMA members and $320 for nonmembers. AMA said Times of San Diego readers can receive a 25% discount at checkout by using the code “TIMES25.” For registration information, visit www.artofmarketingsd.org.

Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.